Writing a Research Proposal

OUTLINE AND REFLECT ON A RESEARCH PROPOSAL ON THE EFFECT OF MEDIA IN TEENAGERS AND CONSUMER CULTURE CHANGE

INTRODUCTION

The purpose of this research proposal is to identify a need in the society/community for a research or study in the effects of the media. By identifying the problem, give background of the issues, purpose of research and the significance thereof.

1. PROBLEM STATEMENT
1.1 Research question Research is a never ending process. In most instances, a research project designed to answer one series of questions no one thought of before. Wimmer & Dominick (2014:7). A research question should be clearly stated, specific and researchable. Brennen (2013:20).

The method used for this study will be mainly qualitative research. Qualitative researchers are interested in understanding the meaning people have constructed, that is, how people make sense of their world and the experiences they have in the world. But that does not isolate quantitative research from the study. The purpose of this research proposal is to identify a need in the society/community for a research or study in the effects of the media. By identifying the problem, give background of the issues, purpose of research and the significance thereof. The research question for the study will be “what role or rather influence do media play in the behavior and consumer culture of young people?” , with aspect to studying effects of media on audience.

1.2 Supporting facts for the type of study The type of study will be from an interpretative paradigm. According to Wimmer & Dominick (2014:117), the aim of this paradigm is to understand how people in everyday natural setting create meaning and interpret the events of their world. This paradigm became popular in mass media research in the 1970s and gained visibility in the 1990s. This paradigm is adopted for this study as we are studying the behavior of young people affected by mass media.

2. BACKGROUND
“Teenage Pop Culture, is it a myth or a truth?” The behavior of young people, especially teenager has been affected by the media, especially social media. Specifically having to focus in my country of origin South Africa. Our teenagers have lost their sense of identity and has adopted to the

2.1 Reasons for studying the problem

The main reason to conduct this research is because the results will be informative, educating and beneficial to the development of teenagers and be able to offer development programs to the young society.

3. PURPOSE

 The purpose of this research proposal is to identify a need in the society/community for a research or study in the effects of the media. By identifying the problem, give background of the issues, purpose of research and the significance thereof.

4. SIGNIFICANCE

4.1 Benefits for studying the problem

The research can yield large benefits for individuals, households, and communities. But social science research can be a double edged sword. This suggests that social science research can generate both positive benefits, in the form of improved policies for managing economic systems, and negative benefits, in the form of poor policies, over and above any “production” costs associated with carrying out research.

Some social science research wells are not merely dry, but poisoned. The relevant question, therefore, especially in relation to policy-oriented social science. It is argued that, in principle, social science is no different than research in the physical sciences in that it provides new knowledge that alters the economic welfare of households. In addition, it is likely to be useful to identify the effects of social science research by recognizing that the initial impacts often alter total factor productivity within firms, households, and government agencies.

There are theories such as the “Two step flow theory” which are developed by researchers Katz and Lazarsfeld (1995) in understanding media audience. Steinberg (1995:194). Two step flow theory asserts that information from the media moves in two stages. Firstly, certain people who are heavy users of media receive the information and pass it on to people who are less exposed or consumers. The heavy users are called opinion leaders and in retransmitting the information they tend to include their own interpretation. Thus is called the agenda setting theory.

Another theory is the Uses and Gratifications Model. It is still unclear that there is any link between the consumption of violent media texts and violent imitative behavior. It is also clear the theory is flawed in that many people do watch violent texts and appear not to be influenced. The audience is in control and consumption of the media helps people with issues such as: learning, emotional satisfaction, relaxation, helps with issues of personal identity, help with issues of social identity, help with issues of aggression and violence

SOURCES CONSULTED:

Brennen, B. S. 2013. Qualitative Research: Methods for Media Studies. Routledge
Wimmer, RD & Dominick, JR. 2006. (the 10th edition is dated 2013).Mass media research: an introduction. Belmont, Calif: Wadsworth.
Balnaves, M; Donald, SH & Shoesmith B: Media Theories and Approaches: A Global Perspective. Palgrave McMillian 2009
Steinberg, S. 2007. An introduction to communication studies. Juta
University of South Africa. Department of communication science.2014.Honours studies:Tutorial Letter 301/2014 for COMNHONE. Pretoria
University of South Africa. Department of communication science.2014.Media Research: Tutorial Letter
101/2014 for COM4802. Pretoria